Privacy Policy

Last updated: June 20, 2026

Who we are

PlanMatch ("PlanMatch," "we," "us," or "our") is a privately-owned, independent insurance comparison website operated by Benefits Life. We help consumers compare insurance options — including Medicare, individual and family health (ACA), dental and vision, life, travel, and pet coverage — and connect with licensed insurance agents who can answer questions and help with enrollment.

PlanMatch is not an insurance company and is not connected with or endorsed by the U.S. government or the federal Medicare program. This Privacy Policy explains what information we collect through planmatch.com (the "Site"), how we use and share it, and the choices you have.

Information we collect

Information you give us. If you call the number on our Site, request to connect with an agent, or otherwise contact us, we may collect your name, phone number, email address, ZIP code, the type of coverage you're interested in, and any other details you choose to share so an agent can help with your request. You can browse and use the Site without creating an account.

Information collected automatically. When you visit the Site, we and our analytics providers automatically collect technical and usage information such as your IP address, device and browser type, pages viewed, links clicked, referring website, and the dates and times of your visits. We collect this through cookies and similar technologies (see Cookies and tracking).

A note about our calculators. The calculators and estimators on our Site (for example, the Medicare premium estimator) run entirely in your web browser. Any figures you enter, such as income, are used only to display your result on your own device and are not transmitted to or stored by us.

We do not intentionally collect Social Security numbers, financial account numbers, or health records through this Site, and we ask that you not submit that information to us here.

How we use information

We use the information we collect to:

• connect you with a licensed insurance agent and help you compare and enroll in coverage;
• respond to your questions and requests;
• operate, maintain, secure, and improve the Site and our services;
• measure and understand how the Site is used through analytics;
• send you information or communications you have requested or agreed to receive; and
• comply with legal obligations and enforce our terms.

How we share information

With licensed insurance agents. When you call us or ask to connect, we share the information you provide with one or more licensed insurance agents so they can assist you. These agents are independent and participate in our directory and agent network — for example, through an appointment or contract relationship with Benefits Life, or by paying to be listed. We share your information with an agent in order to fulfill your request for help.

With service providers. We share information with vendors who perform services for us, such as website hosting, analytics, communications, and security. These providers may use the information only to provide services to us.

For legal and safety reasons. We may disclose information when we believe it is necessary to comply with law or legal process, to protect the rights, property, or safety of PlanMatch, our users, or others, or in connection with a merger, acquisition, financing, or sale of assets.

What we do not do. We do not sell your information to data brokers or lead aggregators, and we do not permit agents or partners to use it to send you unsolicited spam.

Because agents and partners who receive your information may pay to participate in our network, some of this sharing may be considered a "sale" or "sharing" of personal information under certain state privacy laws, including California's. You can opt out at any time — see California privacy rights and our Do Not Sell or Share My Personal Information page.

Cookies and tracking

We use cookies and similar technologies to operate the Site, remember your preferences, and understand how the Site is used (for example, through Google Analytics). You can control cookies through your browser settings; disabling some cookies may affect how the Site works. Where required, we honor recognized opt-out preference signals, such as the Global Privacy Control (GPC). To understand analytics providers' own practices, please review their privacy policies.

Your privacy choices and rights

You can:

• decline to provide information, though some features (such as connecting with an agent) may not work without it;
• opt out of marketing communications by following the unsubscribe instructions in a message or by contacting us;
• control cookies through your browser; and
• opt out of the sale or sharing of your personal information through our Do Not Sell or Share page.

California privacy rights

If you are a California resident, the California Consumer Privacy Act, as amended (CCPA/CPRA), gives you certain rights regarding your personal information.

Categories we collect. In the past 12 months, we may have collected these categories of personal information: identifiers (such as name, email, phone number, and IP address); internet or other electronic network activity (such as browsing and interaction data); geolocation data at the ZIP-code level; and inferences drawn from the above. We collect this information from you directly and automatically through the Site, as described above.

Your rights. Subject to certain exceptions, you have the right to: know and access the personal information we have collected; request deletion of your personal information; request correction of inaccurate personal information; opt out of the sale or sharing of your personal information; and not receive discriminatory treatment for exercising your rights.

How to exercise your rights. To make a request, email us at privacy@planmatch.com or call 1-800-597-1001 (TTY 711). To opt out of sale or sharing specifically, you can also use our Do Not Sell or Share My Personal Information page or send a recognized opt-out preference signal such as GPC. We will verify your request as required by law, and you may use an authorized agent to submit a request on your behalf. Residents of other states with comparable privacy laws may have similar rights; please contact us to learn more.

Data retention and security

We retain personal information for as long as needed to fulfill the purposes described in this policy, comply with our legal obligations (including recordkeeping requirements that apply to insurance marketing), resolve disputes, and enforce our agreements. We use reasonable administrative, technical, and physical safeguards designed to protect personal information; however, no method of transmission or storage is completely secure.

Children's privacy

The Site is intended for adults and is not directed to children under 18. We do not knowingly collect personal information from children. If you believe a child has provided us information, please contact us so we can remove it.

Changes to this policy

We may update this Privacy Policy from time to time. When we do, we will revise the "Last updated" date above, and significant changes will be reflected on this page. Your continued use of the Site after an update means you accept the revised policy.

How to contact us

If you have questions about this Privacy Policy or your personal information, contact us at:

PlanMatch (operated by Benefits Life)
Email: privacy@planmatch.com
Phone: 1-800-597-1001 (TTY 711), Monday–Friday 8am–5pm MT
Mailing address: [Add your mailing address]